📌 Core Information
🔹 Job Title: Product Marketing Manager – Protect Services
🔹 Company: General Motors
🔹 Location: Warren, Michigan, United States
🔹 Job Type: Hybrid (3 days on-site per week)
🔹 Category: Automotive Industry
🔹 Date Posted: April 29, 2025
🔹 Experience Level: Mid-Senior level (5+ years of experience)
🔹 Remote Status: On-site with hybrid flexibility
🚀 Job Overview
Key aspects of this role include:
- Driving new value and growth opportunities for OnStar Protect Services
- Collaborating with cross-functional teams to assess business plan targets and ensure alignment with go-to-market requirements
- Analyzing market trends and customer insights to inform product strategy
- Developing and presenting business cases to leadership
- Integrating Protect value proposition with OnStar acquisition and customer success sales and marketing teams
ASSUMPTION: This role requires a strong background in product marketing, subscription business management, and data analysis. The ideal candidate will have experience working with cross-functional teams and presenting to leadership.
📋 Key Responsibilities
✅ Define target customer, market positioning, and key areas of differentiation for products and features within the Protect Services domain
✅ Develop and support comprehensive business cases in partnership with Product Management and Finance
✅ Gather and analyze relevant data to identify and articulate specific Protect value propositions and market size
✅ Build and estimate business models and potential financial and operational impact of proposed initiatives
✅ Present findings and recommendations in a clear and compelling manner
✅ Drive analytics and voice of customer understanding to drive discoverability, awareness, and engagement
✅ Continuously assess product-market fit of existing portfolio, trends, and competitive threats
✅ Collaborate on research activities to gauge desirability and insights (customer and market)
✅ Lead business support for S&S Product Management and Strategic Tech Partnerships on commercial models with partners
✅ Integrate Protect value proposition with the OnStar acquisition and customer success sales and marketing teams
✅ Champion GTM requirements that affect product experience into product roadmaps
✅ Apply data and analytics methodologies to set direction and prove/disprove hypotheses in our strategies
✅ Assess business plans, roadmaps, competitive landscape and provide recommendations for improvements and adjustments
✅ Integrate with Global Regions on unique local needs and assist in prioritization for resource allocation
ASSUMPTION: This role requires strong analytical skills, excellent communication skills, and the ability to work effectively with cross-functional teams.
🎯 Required Qualifications
Education: Bachelor’s degree
Experience: 5+ years of product marketing or product management experience, with a focus on subscription business management
Required Skills:
- Proven ability to define target customer, market positioning, and key areas of differentiation
- Experience with market research and analytics to curate customer insights and market trends
- Excellent written and oral communication skills, with a focus on succinct, simple messaging
- High level of interpersonal skills to build strong relationships and work effectively with, motivate, and elicit work from others
- Ability to organize and plan effectively, even in ambiguous and continually changing environments
- Highly developed oral and written communications skills, with a focus on succinct, simple messaging
- Ability to influence and build strong relationships across organizations
- Organizational agility
- Learning agility
- Ability to manage ambiguity
- Business and technical acumen
- Project management
Preferred Skills:
- MBA
- Experience with GM systems, tools, and processes, including GVDP, PPCs, and GIC
- Familiarity with the automotive industry and OnStar products
ASSUMPTION: Candidates with experience in the automotive industry and familiarity with OnStar products may have an advantage in this role.
💰 Compensation & Benefits
Salary Range: $85,000 - $120,000 per year (based on industry standards for a mid-senior level role in the automotive industry)
Benefits:
- Paid time off, including vacation days, holidays, and parental leave
- Healthcare, dental, vision, and life insurance plans
- Company and matching contributions to 401K savings plan
- Global recognition program for peers and leaders
- Tuition assistance and student loan refinancing
- Discount on GM vehicles for employees, family, and friends
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is an estimate based on industry standards for a mid-senior level role in the automotive industry. Actual compensation may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Motor Vehicle Manufacturing
Company Size: 10,001+ employees (Large enterprise)
Founded: 1908 (as General Motors Corporation)
Company Description:
- General Motors (GM) is an American multinational corporation headquartered in Detroit, Michigan, that designs, manufactures, markets, and distributes vehicles and vehicle parts, and sells financial services
- GM’s vision is to create a world with Zero Crashes, Zero Emissions, and Zero Congestion, and they have committed themselves to leading the way toward this future
- GM is an open, inclusive company that values diversity, respect, integrity, accountability, and equality
Company Specialties:
- Cars
- Trucks
- Manufacturing
- Automotive
- Vehicles
- Transportation
- Engineering
- Information technology
- Electrification
- Software
- AI
Company Website: www.gm.com
ASSUMPTION: General Motors is a well-established company with a rich history in the automotive industry. They are committed to innovation and sustainability, with a strong focus on diversity, equity, and inclusion.
📊 Role Analysis
Career Level: Mid-Senior level (5+ years of experience)
Reporting Structure: This role reports directly to the Director of Product Marketing for OnStar Digital Services
Work Arrangement: Hybrid (3 days on-site per week, with the remaining days working remotely)
Growth Opportunities:
- Potential advancement to a Director or Senior Manager role within the Product Marketing organization
- Opportunities to work on high-impact projects and initiatives that drive business growth and innovation
- Exposure to various aspects of the automotive industry and GM’s global operations
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to advance within the Product Marketing organization and gain exposure to various aspects of GM’s global operations.
🌍 Location & Work Environment
Office Type: Corporate headquarters with a hybrid work arrangement
Office Location(s): Warren, Michigan
Geographic Context:
- Warren, Michigan, is a suburb of Detroit, with a population of approximately 134,000
- The area offers a mix of urban and suburban living, with easy access to major highways and public transportation
- Warren is home to several major automotive companies, including GM, Ford, and Chrysler
Work Schedule: Full-time (40 hours per week), with a hybrid work arrangement (3 days on-site per week)
ASSUMPTION: The hybrid work arrangement offers flexibility and a balance between on-site collaboration and remote work.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- In-depth behavioral and technical interviews with cross-functional stakeholders
- Final round interview with the Director of Product Marketing for OnStar Digital Services
- Background check and offer extension
Key Assessment Areas:
- Problem-solving skills and analytical thinking
- Communication and presentation skills
- Collaboration and teamwork skills
- Industry knowledge and familiarity with OnStar products
- Cultural fit and alignment with GM’s values
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare for behavioral and technical interview questions by researching the company, the role, and the industry
- Demonstrate your understanding of GM’s products, services, and commitment to sustainability and innovation
- Showcase your ability to work effectively with cross-functional teams and drive results in a dynamic environment
ATS Keywords: Product Marketing, Product Management, Subscription Business Management, Market Research, Analytics, Communication, Collaboration, Automotive Industry, OnStar, GM
ASSUMPTION: The interview process for this role is comprehensive and designed to assess the candidate’s skills, experience, and cultural fit. Preparation and research are key to success.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Jira)
- Customer relationship management (CRM) software (e.g., Salesforce)
- Marketing automation tools (e.g., Marketo, HubSpot)
- GM-specific tools and systems (e.g., GVDP, PPCs, GIC)
ASSUMPTION: Proficiency in relevant tools and technologies is essential for success in this role. Candidates should be comfortable learning and utilizing new tools as needed.
👔 Cultural Fit Considerations
Company Values:
- Respect
- Integrity
- Accountability
- Equality
- Inclusion
- Sustainability
- Innovation
Work Style:
- Collaborative and team-oriented
- Agile and adaptable
- Data-driven and analytical
- Customer-focused
- Results-oriented
Self-Assessment Questions:
- How do you align with GM’s commitment to sustainability and innovation?
- Can you describe a time when you drove results through collaboration and cross-functional teamwork?
- How do you approach managing ambiguity and change in a dynamic work environment?
- Can you provide an example of a time when you used data and analytics to inform a business decision?
ASSUMPTION: Candidates who demonstrate a strong fit with GM’s values and work style are more likely to succeed in this role.
⚠️ Potential Challenges
- Working in a fast-paced, dynamic environment with frequent changes and priorities
- Managing multiple stakeholders and competing priorities
- Dealing with ambiguity and uncertainty in a rapidly evolving industry
- Balancing on-site collaboration and remote work in a hybrid environment
- Meeting the high expectations and standards set by a well-established company like GM
ASSUMPTION: These challenges require strong organizational agility, adaptability, and a results-driven mindset.
📈 Similar Roles Comparison
- Product Marketing Manager – Connect Services (GM) vs. Product Marketing Manager – Protect Services (GM)
- Connect Services focuses on in-vehicle connectivity, entertainment, and convenience features
- Protect Services focuses on safety, security, and emergency services
- Both roles require strong product marketing skills and an understanding of the automotive industry, but Protect Services may require more familiarity with emergency response and safety systems
- Product Marketing Manager – Protect Services (GM) vs. Product Marketing Manager – Safety & Security (Tesla)
- Both roles focus on safety and security features, but Tesla’s role may emphasize over-the-air software updates and autonomous driving technology
- GM’s role may require more experience with traditional automotive manufacturing and supply chain management
- Product Marketing Manager – Protect Services (GM) vs. Senior Product Manager – Safety & Security (Waymo)
- Waymo’s role may focus more on autonomous vehicle technology and urban mobility solutions
- GM’s role may require more experience with traditional automotive manufacturing and customer support services
ASSUMPTION: Each role has its unique aspects, but all require strong product marketing skills and an understanding of the automotive industry, with a focus on safety, security, and customer support.
📝 Sample Projects
- Developing a marketing campaign to promote OnStar Guardian, a new service that extends automatic crash response to family members when they are in a compatible vehicle
- Analyzing market trends and customer insights to inform the development of new Protect Services features and offerings
- Collaborating with cross-functional teams to integrate Protect value propositions into OnStar acquisition and customer success sales and marketing strategies
ASSUMPTION: These sample projects demonstrate the range of responsibilities and initiatives that a Product Marketing Manager – Protect Services might undertake.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and dynamics for this role?
- How does this role fit into the broader OnStar Digital Services organization and GM’s global operations?
- What are the most pressing challenges facing the Protect Services portfolio, and how can this role address them?
- How does GM support the professional development and growth of its employees?
- Can you provide an example of a time when GM successfully launched a new product or service, and what lessons were learned from that experience?
ASSUMPTION: These questions help candidates better understand the role, the team, and the company, and demonstrate their interest and preparation.
📌 Next Steps for Applicants
To apply for this position:
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
